eMAG.bg
Generalemag.bg
General marketplace.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
🇧🇬 Central & Eastern Europe · Last checked November 2026
Marketplaces in Bulgaria: where to sell in 2026, and what it takes
The marketplaces that matter in Bulgaria are eMAG.bg, Ozone and Technopolis. Selling there means a local-language listing, a VAT registration (or OSS), EPR registrations (Packaging, WEEE and batteries through recovery organisations) and customer service in Bulgarian. SAWA can open Bulgaria on request. As Merchant of Record, we sell in our name, so you skip the local registrations.
Bulgaria at a glance
Bulgaria: the short version
Bulgaria adopted the euro on 1 January 2026, which removes the currency step for brands that already price in euros. eMAG leads the local marketplace map.
| Language | Bulgarian |
|---|---|
| Currency | Euro (since 1 January 2026) |
| Standard VAT rate | 20% |
| Lead marketplaces | eMAG.bg |
| EPR | Packaging, WEEE and batteries through recovery organisations |
| SAWA | On request |
The marketplaces
The marketplaces that matter in Bulgaria
A short, curated list. We left out the niche sites that pad other lists; the category table further down covers those.
Ozone
Books & mediaozone.bg
Books, electronics and gaming.
Good fit if you sell books, media, games or lifestyle goods.
Technopolis
Electronicstechnopolis.bg
Electronics.
Good fit if your range is electronics, appliances or accessories.
Shoppers also buy cross-border
- Amazon.de: cross-border.
By category
Niche and category marketplaces
| Marketplace | Category | What it is |
|---|---|---|
| Notinonotino.bg | Beauty & health | Beauty |
| OLXolx.bg | Classifieds & auctions | Classifieds |
Rules before revenue
VAT, EPR and compliance in Bulgaria
Selling abroad is simple, until the rules start. This is what applies in Bulgaria. Last checked November 2026: rules and rates change, so confirm with an adviser before you act on them.
VAT: 20% standard rate
Holding stock in Bulgaria, for example through a marketplace fulfilment programme, requires a local VAT registration. Shipping from another EU country means reporting through the One-Stop Shop (OSS) once cross-border B2C sales pass €10,000 a year, and the Bulgaria rate then applies. Sellers outside the EU usually need a VAT registration or fiscal representation as well.
EPR: producer responsibility
Bulgaria applies the EU producer responsibility rules for packaging, electronics (WEEE) and batteries. A seller that places goods on the market registers with a national scheme or producer responsibility organisation and reports volumes. The details differ per country and change often, so we confirm the current requirements for Bulgaria when you ask us about it.
Language and labelling
Listings, instructions and safety information in Bulgarian. Under the GPSR (General Product Safety Regulation) the listing also needs the details of a responsible person in the EU.
Returns and consumer law
EU consumer law gives shoppers 14 days to withdraw from a distance purchase, and marketplaces in Bulgaria expect returns to be handled quickly and in the local language. Product liability and the GPSR responsible person stay with the legal seller.
Sources: European Commission VAT rates database; national producer responsibility registers. Marketplace lists are curated from our own market knowledge and checked November 2026.
Which first?
Which marketplace first in Bulgaria?
By category
- General: eMAG.bg
- Electronics: Technopolis
- Beauty & health: Notino
- Books & media: Ozone
By brand stage
A new brand in Bulgaria starts with one anchor marketplace and learns what converts before it adds a second. A brand with a proven range adds the category leader and the local favourite. Whichever you pick, steer on profit, not on revenue: marketplace fees, advertising and VAT/EPR all come off the sale before it becomes your payout, and the SAWA Console shows every line.
With SAWA
Selling in Bulgaria with SAWA
Want to sell in Bulgaria without registering for VAT and EPR yourself? SAWA is the legal seller, and your brand and stock stay yours. We open Bulgaria on request.
- 01
Ship on consignment
You send stock. It stays yours until the moment of sale.
- 02
We list, advertise and sell
As Merchant of Record, we are on the invoice and carry VAT, EPR and product liability.
- 03
You get paid
A payout in euros on a fixed schedule, with every line visible in the live console.
FAQ
Selling in Bulgaria: your questions
What is the biggest marketplace in Bulgaria?
eMAG.bg lead for general merchandise in Bulgaria. Rankings differ by category, so check the electronics, fashion and home lists on this page before you choose where to start. In Bulgaria the language of the listing is Bulgarian.
Can I sell on eMAG.bg from outside Bulgaria?
Usually yes, but every marketplace sets its own seller requirements and they change. Expect to need a company that can invoice in the EU, VAT and EPR registrations, and a listing in the local language. If SAWA sells for you as Merchant of Record, the registrations and the listing sit with us and your brand and stock stay yours.
Do I need a Bulgaria VAT number to sell to consumers there?
If you hold stock in Bulgaria, for example through a marketplace fulfilment programme, you need a local VAT registration. If you ship from another EU country, you report the sales through the One-Stop Shop (OSS) once your cross-border B2C sales pass €10,000 a year, and the Bulgaria rate of 20% applies. SAWA registers and remits in its own name.
What is EPR in Bulgaria?
EPR is extended producer responsibility: whoever first places packaging, electronics or batteries on a national market is responsible for collecting and recycling them, and pays for it. Bulgaria applies the EU producer responsibility rules for packaging, electronics (WEEE) and batteries. A seller that places goods on the market registers with a national scheme or producer responsibility organisation and reports volumes. The details differ per country and change often, so we confirm the current requirements for Bulgaria when you ask us about it.
How does SAWA sell in Bulgaria?
You ship your stock to SAWA on consignment. We list, advertise and sell as the legal seller, handle customer service and returns, and pay you out in euros. VAT, EPR and product liability are ours, and you follow every line in the SAWA Console.
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